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Marketing Featured Southeast Asia

Nestle, Lee Kum Kee top MY seasoning brands 

Kuala Lumpur, Malaysia – In terms of which brands in the Malaysian market lead the seasoning, dressings and sauces market, they would be Nestle, Lee Kum Kee and Mars Incorporated. This is according to the latest data released by global data and analytics company GlobalData.

According to the report, the Malaysian seasonings, dressings and sauces market is projected to grow from MYR2.2b (US$527.4m) in 2021 to MYR2.7b (US$664m) by 2026 at a compound annual growth rate (CAGR) of 4.5% over the five-year period of 2021 to 2026.

It also noted that the per capita expenditure on seasonings, dressings and sauces in Malaysia increased from US$6.4 in 2016 to US$7.8 by 2021, and is further forecast to reach US$9.4 by 2026, which will be higher than the regional average of US$9.1, and lower than the global average of US$13.8.

In terms of where these products are distributed, hypermarkets and supermarkets were the leading distribution channel in the Malaysian seasonings, dressings and sauces sector in 2020, followed by convenience stores, and F&B specialists.

For Siddhartha Rodrigues, consumer analyst at GlobalData, the rise in home cooking since the onset of COVID-19 is driving the demand for seasonings, dressings and sauces, which serve as cooking sauces, table sauces, and as ready-to-consume table dips. He added that consumers are looking for high quality products in convenient formats that can easily endow the flavour of restaurant-quality dishes to home-cooked meals and snacks

“As the pandemic wanes, consumers are poised to venture out of their homes more frequently. Owing to their hectic lifestyles, young consumers are seeking healthier seasonings, dressings & sauces with novel flavours in convenient formats that can help them reduce the time spent in preparing and cooking dishes at home,” he said.

Rodrigues added, “They are seeking traditional and innovative flavours that can elevate the taste of home-cooked dishes and snacks and enhance the overall at-home consumption experience. Manufacturers need to expand their product portfolio with multiple flavours to meet the varying demands of consumers.”

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Marketing Featured Southeast Asia

Tealive expands to PH, appoints Mike Dumaual as general manager

Manila, Philippines – Tealive, Southeast Asia’s leading lifestyle tea brand, has announced its market expansion to the Philippines, and has appointed Mike Dumaual as its general manager.

Born in 2017, Tealive has quickly grown to over 700 outlets worldwide. With the establishment of the brand’s first store in Manila, specifically at SM Jazz Mall in Makati, Tealive is ready to serve Filipinos with their own milk tea lineup, leading with Tealive’s signature Aren Palm Sugar Series.

In a statement to MARKETECH APAC, Dumaual said that in his role as Tealive’s country general manager, he will be focusing on store network expansion and brand development to aggressively grow the brand.

Dumaual was recently the marketing director of Mang Inasal, a barbecue fast food chain under the Jollibee Foods Corporation (JFC) portfolio. He told MARKETECH APAC that in his many years working in the QSR industry, trends have changed regarding how the industry moves.

“The biggest change would be the pivot from on-premise transactions (i..e, dine-in) to off-premise transactions (i..e, delivery, self pick-up, etc). So, for a business to survive, they have to be present in all channels,” he said.

Speaking about his appointment, Dumaual said, “I’m truly excited to lead Tealive’s grand entry into the Philippine market, knowing how milk tea-crazy this country is. The ambition is not just to make it a milk tea player but a major and respected F&B lifestyle brand that Filipinos will love.”

He also told MARKETECH APAC, “The opportunity is that customers can now decide anywhere on what to drink/eat, so the brand must be ready to take advantage of that opportunity by adopting an omnichannel approach that caters to the current needs of the market where speed and convenience are critical.”

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Marketing Featured Southeast Asia

Indonesian retail F&B chain Kopi Kenangan reaches unicorn status

Jakarta, Indonesia – Kopi Kenangan, a local-based retail F&B chain known for its coffee products, has recently concluded its series C funding amounting to US$96m, officially making it unicorn. Said funding will help the company accelerate the expansion of its new brands, Cerita Roti, Chigo and Kenangan Manis across Indonesia, and will continue to build the network and broaden its footprint internationally.

The funding round was led by Tybourne Capital Management, with participation from existing investors including Horizons Ventures, Kunlun, and B Capital, and new investor Falcon Edge Capital. The funding round comes as Kopi Kenangan is seeing strong domestic demand for its expanded product offerings such as its bread brand Cerita Roti, its ‘chicken on the go’ brand Chigo, and soft-cookies brand Kenangan Manis, as well as the continued rapid growth of its home-grown coffee brand including the latest topping addition, Sultan Boba.

The company, founded in 2017, targets the gap in the market in Indonesia between the high-priced coffee served at international coffee chains and the instant coffee sold in the country’s many street stalls. Customers are offered the convenience of ordering through an app and either having coffee delivered to their doorstep or picking it up at one of Kopi Kenangan’s many stores across the country.

Edward Tirtanata, co-founder and CEO at Kopi Kenangan, said, “The continuing support of our investors, as well as the new backers in this funding round, is a testament to our continued focus on increasing store productivity and using technology to create the best user experience for our customers.”

He added, “Our mission is to be the most-loved consumer brand in Southeast Asia and, as part of our five-year vision, we remain committed to rapidly expanding our footprint to thousands of stores across Southeast Asia and broadening our offerings.”

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Platforms Featured Southeast Asia

Grab PH applauds top food brands on platform with ‘Golden Grab Awards’

Manila, Philippines – The pandemic has resulted in various consumer behavior changes, including the boost of the food and grocery delivery platforms, including the superapp Grab. According to their latest study with NielsenIQ, more F&B brands are giving food delivery a shot, with the number of monthly active merchants in GrabFood increasing by 60% in 2020.

As a leading delivery operator of F&B brands, Grab unveils its awards body for recognizing top-performing partner merchants in the Philippines, called ‘Golden Grab Awards 2021’ which was recently held virtually for the first time, celebrating its best-performing GrabFood and GrabMart merchant-partners.

The award categories are a mix of data-driven and people’s choice awards, and are split in three categories: Sale Superstars, Merchant Congeniality, and Golden Cart. These awards celebrated the best of GrabFood’s merchant-partner rookies, best curated menus, top-performing merchants for every meal, best-rated merchants, and many more.

For the Sales Superstars Awards, some of the awards granted are creatively named after the various meal time occasions. In this instance, Breakfast Champs’ or catered to breakfast, is awarded to Starbucks and to Conti’s Bakeshop and Restaurant; ‘Lunch Leaders’ or for lunch time are awarded to popular fast-food franchises Jollibee and Mang Inasal; ‘Merienda Masters’ for afternoon snack time are awarded to S&R New York Style Pizza and Angel’s Pizza; while ‘Dinner Dash’ for dinner deliveries are awarded to fast-food chains Chowking and KFC; and ‘Midnight Munchies’ for late-night snackage are awarded to McDonald’s and Army Navy Burger + Burrito.

Other ‘Sales Superstars Awards’ include ‘Promo Masters’ for Shakey’s Pizza and Monicar General Merchandise, ‘GrabAds Guru’ for Mary Grace Cafe and Kenny Rogers Roasters, ‘Campaign King’ for Selecta Ice Cream Shop (GrabFood) and Robinsons Supermarket Corporation (GrabMart), and ‘Data Dynamo’ for Picabean Coffee House (GrabFood) and DRTM Store (GrabMart)

Meanwhile, the Merchant Congeniality Awards are awards given out to partner-merchants that show satisfactory performance on their operations, ranging from delivery efficiency, menu diversity, and hygiene standards. The awards are as follows:

  • Menu Maven-Blake’s Wings & Steaks (GrabFood), Ever Supermarket (GrabMart)
  • Need For Speed-Turks
  • Hygiene Hero-Chooks to Go
  • Pack It Like It’s Hot-Corndog28, Shake Shack
  • Newbie No More-Thai Mango
  • Ultimate Lifesaver-Robinsons Supermarket Corporation
  • Riders Choice Award-Starbucks
  • Staff Salute Award-Classic Savory – SM City Las Pinas

Lastly, the Golden Cart Awards are as follows:

  • Golden Grab Rider-Partner-Wendell Fajardo Songco
  • Top Trender Award-Andok’s Litson Baka
  • Golden Merchant Badge-Big Al’s Cookie Jar
  • Eager Expander Award-Pan de Manila
  • Long Distance League Award-Samgyupsmile Delivery – Molino 3

“Through this celebration, Grab continues to support the growth of its merchant-partners whose partnership with the superapp has been integral in its commitment to providing Filipinos with everyday essentials,” the company said in a press statement.

They added, “In the times of limited or restricted movement, Filipinos have come to rely on online food and essentials delivery services providers such as GrabFood and GrabMart. As the country eases back on quarantine restrictions, Grab, a leading superapp in Southeast Asia, does not fail to recognize the merchant-partners who have been integral to these services.”

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Marketing Featured APAC

foodpanda, Rebel Foods launch multi-market, virtual brands partnership

Singapore – In one of Asia’s largest virtual brands partnership, online food and grocery delivery platform foodpanda and Indian restaurant company Rebel Foods have partnered to roll out Rebel Foods’ flagship brands and new jointly-created offerings in more than 2,000 outlets within Asia through an initial five-year partnership, starting in six markets.

Through the partnership, Rebel Foods will extend its culinary works, standard operating procedures and food tech innovations to F&B outlets in Asia through foodpanda. With a brands-as-a-service (BaaS) model, the partnership allows foodpanda’s restaurant partners to easily plug-and-play Rebel Foods iconic brands to grow additional revenue streams.

Meanwhile, foodpanda enables hundreds of thousands of restaurant partners and cloud kitchen operators to plug-and-play virtual brands into their current operations to grow additional revenue streams, at little to no start-up costs. 

“This foodpanda-Rebel Foods partnership introduces a new digital-first F&B format to Asia. foodpanda is always seeking new, innovative ways to change the way F&B businesses operate in a hyper-digitalised economy — we want to push our ecosystem further into the future,” said Pedram Assadi, COO at foodpanda.

He added, “Most importantly, these virtual brands will give our restaurant partners, especially SMEs, new opportunities to earn additional revenue.”

In the first phase of the partnership, which began in December 2019, Rebel Foods introduced four brands across six markets — Singapore, Malaysia, Bangladesh, Thailand, Hong Kong and the Philippines through the foodpanda network.

“Over the years, we have built some category leading brands in its current markets and a full-stack operating system which integrates culinary expertise, efficient SOPs and technological innovations together. We are glad to partner with foodpanda and scale our iconic brands with localized offerings across their network in Asia”, said Kallol Banerjee, co-founder at Rebel Foods.

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Marketing Featured Southeast Asia

Filipinos take to Twitter love for food with 7 million F&B mentions in 2020

Manila, Philippines – In the mid of the COVID-19 pandemic, food has been a frequent topic that sparks hearty discussions for Filipinos on Twitter, expressing their love for food and channeling their inner chefs, as seen on the #DalgonaCoffee, #UbeCheesePandesal, and other food trends that happened during the lockdown.

According to Twitter, just in 2020 alone, there were over 7 million food and drink mentions in the Philippines, which proves that moments with food or just the thought of food alone invites people to share and tweet about it. Out of all the consumer-packaged goods in the market, food is the most talked about on Twitter in 2020 with 57%, followed by drinks with 20%, alcohol with 9%, and beauty with 7%. Food became a conversation starter and an expression of care and concern. In addition, most of the conversations about food at home are on ‘ulam’, which means ‘dish’ in the Filipino Language.

Chandan Deep, the head of emerging business at Twitter SEA, said that conversations on food are highly welcome because people are very passionate about it and they actively engage in these discussions, which is why the buzz keeps on growing. 

“In fact, food conversations on Twitter increased in 2020 as more foodies became active in sharing their activities or thoughts related to food. These observations are vital because they help us understand how food conversations evolved during the pandemic. Knowing what’s happening around this community, from how or where to find them, is also helpful for brands as they navigate and make relevant campaigns moving forward,” added Deep.

Twitter has also recorded other insights on Filipino foodies on the platform such as the popularity of home-cooked meals which came about during the lockdown period. About 50% of Filipinos on Twitter shared that they spent more time cooking at home, and more than 1/2 of Filipinos on Twitter are searching the platform for products to buy. 

Filipino users were also found to tweet before eating, which presents a marketing opportunity for food brands to promote their products, as 50% of Filipinos discover new brands through the platform. Meanwhile, another popular topic on the app is food for special occasions. Many Filipinos order food from their favorite restaurants or newfound local shops during special days and tweet about it.

With this, Twitter believes that food and beverage brands must consistently share their stories, and create strategies to launch campaigns and connect through different ways, be it through graphics, videos, or something experimental and new such as Fleets, a new way to post content on Twitter that will disappear after 24 hours.

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Platforms Featured Southeast Asia

airasia food MY expands to Penang, calls for F&B operators

Penang, Malaysia – Airasia’s food delivery platform airasia food has announced its market expansion in Penang – Malaysia’s food capital – and is now calling on Food and Beverage (F&B) operators across Penang island to join the platform.

Airasia food was first launched in Klang Valley, Malaysia. It aims to disrupt the food delivery scene by offering a seamless solution for merchants at an affordable and business-friendly commission rate. 

F&B operators in Penang who are interested in joining airasia food will only need to fill up a form, and they will be contacted within 48 hours by the airasia food team. Once set to onboard, merchants will be able to receive support from a dedicated account manager who will assist in bringing the F&B business online, provide system support on data analytics, and monitoring. Merchants can also leverage airasia’s extensive marketing effort and periodic campaigns to drive publicity and sales.

The platform is supported by airasia’s ecosystem where BIG Members can earn and pay with their BIG Points. Consumers can also get the lowest delivery fees with no hidden charges or minimum order fees.

Ben-Jie Lim, the head of e-commerce at airasia Super App, said that there is no doubt that Penang is a foodie’s dream come true, being a place that boasts an abundance of local flavors, as well as world-class cuisines.

“Airasia food offers the lowest commission rate in town at only 15%, enabling merchants to earn more while having full control over their menu, pricing, and easy access to data aside from being able to communicate directly with their customers. We welcome all F&B operators to register with us and look forward to serving the foodies of Penang with delicacies from their favorite hawker stalls and F&B outlets,” added Lim.

Airasia food has also expanded in Singapore earlier this year, offering an online solution for Singaporean merchants in maintaining their F&B business, and at the same time offering a new alternative for consumers in the country.

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Marketing Featured South Asia

PepsiCo India’s inaugural campaign for Mountain Dew Ice inspires ‘to keep a cool mind’

New Delhi, India – As summer is approaching, the Indian arm of food and beverage company PepsiCo has launched its first-ever local campaign for the beverage ‘Mountain Dew Ice’, starring Bollywood superstar Hrithik Roshan.

The ‘Made for India’ Mountain Dew Ice has been developed to suit the Indian palate and is a significant milestone in PepsiCo India’s journey of innovation in the beverage category. In line with this, the first-ever Mountain Dew Ice campaign is building a very aspiring extension to the Dew philosophy.

The campaign focuses on Roshan contemplating on performing a bike stunt across a fire obstacle, and with ‘Mountain Dew Ice’, he takes the challenge head-on successfully. By its message, the campaign embodies the ideology of ‘Darr Ke Aage Jeet Hai’ or overcoming one’s fears to achieve great success. This is best seen by Roshi’s ending words “Har chunauti hogi paar, bas chahiye jeetne ki aag aur thanda dimaag”, or loving every challenge while maintaining a ‘cool’ mindset.

“This campaign for Mountain Dew Ice is as refreshing as its name suggests! In time for summer, the TVC introduces the consumers to a ‘chilling’ experience. What is interesting is that it adds to the brand tagline – ‘Darr ke aage jeet Hai’ with emphasis of being responsibly fearless. Mountain Dew Ice propositions ‘Jeetne Ki Aag aur Thanda Dimaag’, is a valuable slogan. It is a perfect mix of the product attributes along with a message in public interest,” Roshi said, regarding his experience as part of the campaign.

According to Vineet Sharma, category director for Mountain Dew & Sting at PepsiCo India, the campaign aims to inspire the youth that they can overcome any obstacles in their way if they just keep a cool mind along with the fire to win while facing their fears head-on.

“We are very excited to unveil the first-ever brand campaign for Mountain Dew Ice. The launch of Mountain Dew Ice has been a significant milestone for us in our beverage category innovation journey. With the new campaign, we are taking the Mountain Dew core brand’s philosophy of ‘Darr Ke Aage Jeet Hai’ and giving it an ‘Ice’ twist,” Sharma said.

He added, “We are confident that consumers will relate to the new campaign strongly and shower Mountain Dew Ice with the same love that our other campaigns for Mountain Dew have received over the years.”

The campaign will be amplified across TV, digital, outdoor, and PepsiCo India’s social media channels.

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Marketing Featured Southeast Asia

Ni Hsin Resources to market new energy coffee as ‘BlackBixon’, teams up with redONE Network

Kuala Lumpur, Malaysia – BlackBixon, the food and beverage (F&B) arm of Ni Hsin Resources has partnered with redONE Network, a mobile virtual network operator, to market and retail Ni Hsin’s new energy coffee under the ‘BlackBixon’ brand name. 

The BlackBixon coffee is said to have been composed to provide the benefits of caffeine and the patented Bioenergy Ribose. It is aimed at strengthening the human body’s natural process of energy synthesis while at the same time lessening fatigue and boosting the mental alertness of an individual. 

The coffee product also contains a nutritional coffee variant enriched with acai berry extract for a good source of phytonutrients and antioxidants, which enhances immunity while providing anti-aging benefits.

Managing Director of BlackBixon, Khoo Chee Kong, said that they are delighted to have the collaboration with redONE as BlackBixon sees a lot of synergy in terms of how they can leverage redONE’s reach to market the products. Kong believes that redONE’s network can strengthen the coffee brand’s marketing efforts and reach the target consumers, both business-to-business and business-to-consumer.

“We see our entry into F&B as strategic for the future of Ni Hsin as this new business will enhance the earnings of the company given the interest in energy and coffee drinks, as well as the increased demands for home coffee consumption. As for convenience, we provide coffee machines for our consumers to use in their home or workplace without any charge subject to terms and conditions. Ni Hsin has other plans in the pipeline to grow the F&B business, with Malaysia being the initial market, and the regional market in our next step,” said Kong. 

Meanwhile, the Chief Sales Officer of redONE, Ben Teh, said, “redONE is proud to collaborate with Ni Hsin in a win-win partnership where our 100 Premier Shops nationwide will attract more footfall while letting our subscribers enjoy a refreshing cup of BlackBixon coffee as they are waiting to be served. This is a good gesture and adds value to our customer experience.”

The partnership comes after Ni Hsin’s collaboration agreement with Fiatec Biosystem last August 2020, which was for the development and formulation of health and bioenergy products, marking the company’s move into the F&B business. 

Meanwhile, in January 2021, the company has also entered into a ‘supply-and-technical-assistance’ agreement with Global Coffee Resources, being appointed as Ni Hsin’s coffee beans and coffee powders supplier.

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Marketing Featured Southeast Asia

airasia food’s SG expansion kicks off with unlimited free delivery

Singapore – Airasia’s food delivery service airasia food has finally kicked off its Singapore operations with a special promo of unlimited free delivery perk for its first customers.

The unlimited free delivery service will be available March 2 to 16 from deliveries within 8km from the order point. Airasia food will be offering a long list of menu options from popular outlets like No Signboard Seafood, The Shepherd’s Pie, Swee Choon Tim Sum, Maki-san, Pizza Express.

For Tony Fernandes, CEO at airasia Group, their recent expansion hopes to help establish airasia food as a “notable player in the food delivery scene in Singapore,” noting that at least 50% of Singaporeans eating out every day and a staggering 2.7 million active online food delivery users in 2020 have been evident in the region.

“At airasia food, our mission has always been to help local food businesses keep their cost low by offering a much lower commission rate that can then be passed on to customers so they can enjoy even lower prices for their favorite dishes. Through airasia food, we are very proud to be able to contribute to the economy in general and at the same time help create more jobs as our merchants grow in their business and we are constantly on the lookout to expand our airasia delivery team in Singapore,” Fernandes said.

Meanwhile, Lim Ben-Jie, airasia super app’s head of e-commerce states that they are inviting other F&B outlets in Singapore to sign up to their platform, noting that “delivery riders can earn up to SGD700 a week on average.”

“We continue to welcome more F&B operators to join us, and airasia food will provide dedicated teams who will onboard merchants and enable them to go live within 48 hours with no registration or setup fees. Coupled with the lower commission rates for merchants and one of the most affordable delivery rates compared to market incumbents, we want to contribute positively towards the whole food delivery chain in Singapore and to further grow this segment,” Ben-Jie stated.